Michael Kors to dress McLaren

For several years, McLaren has adopted a premium marketing position, partnering with brands from the luxury world. However, their number has significantly decreased following poor results on the track (Tag Heuer to Red Bull, Hugo Boss to Mercedes…).

Today’s announcement is therefore good news and follows the agreement made earlier this year with the luxury watch brand Richard Mille.

For the American brand, the goal of its association with the Woking team is mainly to showcase itself on the European stage, where the historical heart of F1 lies, and to a male clientele. This is why it was decided to reserve the sale of the 50 leather jackets for men, created to celebrate this new association and the 50th anniversary of McLaren, to the London flagship store that Michael Kors has just opened.

The agreement also provides that the brand will benefit from visibility both on the suits (at the top of the left sleeve, where Tag Heuer used to be) and on the car (just behind the headrest) of Jenson Button and Fernando Alonso.

With the participation of www.racingbusiness.fr